Pine Trees is a 4-star 32-bedroom classic Scottish country house hotel including a 6-bedroom coach house set within 10 acres of secluded gardens in the historic Perthshire town. The strategic purchase plays an essential part in the growth of the business and is the first step towards the execution of future diversification plans.
Chief Executive Officer Angela Vickers said,
“The acquisition of Pine Trees Hotel illustrates our commitment to delivering sustainable growth in the UK market and we look forward to welcoming our new team members into the Apex family. This move was the perfect fit in seeking to diversify the Apex Hotels brand in more rural locations to provide our guests with greater choice alongside existing city centre locations.
Our vision for the group puts our guests and their guest experience at the heart of our thinking. The recent sale of Apex London Wall Hotel will help fund future growth plans, enabling our expansion whilst continuing to invest in our existing portfolio and the development of our people.
Our recent award-winning brand refresh and visual identity ‘Find Yourself Here’ better tells the story of Apex Hotels, making us more relevant and attractive to consumers and future hospitality talent around the world.”
Notes to editors
About Apex Hotels
Apex Hotels is a family-owned 4-star hotel group with chic city centre and rural properties. Eight city centre hotels are in some of the UK’s most popular destinations, London, Bath, Edinburgh, Glasgow, and Dundee and one rural hotel is perfectly placed in Pitlochry.
Apex Hotels was founded by Scottish entrepreneur Norman Springford who opened his first hotel in 1996, Apex Grassmarket Hotel in the heart of Edinburgh’s Old Town. Since then, the group has grown into one of the UK’s leading independent luxury hotel chains, attracting tourists and corporate guests from across the globe.
Apex Hotels newest country property in Pitlochry, acquired in July 2023, was part of a portfolio expansion strategy paving the way for future brand growth and diversification.
As well as offering consistently high standards for business and leisure guests, Apex Hotels has a committed approach to environmental and sustainable tourism practices and is one of the few independent hotel groups to hold Silver Green Tourism Award’s in all city centre hotels.